Why Test Different Landing Pages

09

MAR

2011

Why Test Different Landing Pages

Butwhy test different landing pages? It’s a common question addressed mostly by beginners in the online marketing world. You have probably just recently launched your landing page, and though it looks great, you’re yet unsure if it should work to meet your goals.

Effective landing page is more than what meets the eye. It has to communicate your offer in a very concise way and should be clear in its call to action to realize good conversion rates. A good way to measure this is to do a series of testing.

You can use the results of these tests to understand how your landing page performs. From these reports, you can use the data from the number of impressions that led to conversions. You may also do A/B or split testing to help you identify which landing page combination and design works better. Without testing, you will be likened to running a business in a hit or miss situation.

You can improve your paid search performance through testing. That should work to help you arrive at better solutions towards establishing a solid keyword base, a well-planned strategy in bid management, and by creating an account structure that is optimized. All of these efforts lead to a better understanding of how to get your audience engaged more on your landing page, thus increasing your conversion rates.

How toTest Different Landing Pages

The most common type of testing is the A/B or split testing. You can start by having two versions of your landing page and compare which one performs better. This determines how people respond to both versions and lets you see other possibilities that could improve conversion rates. You can vary your landing page content by playing with different layout and design, with more attention on the call-to-action button or signup form, depending on your defined goals.

Most websites are built either to build a brand or to make that sale. A lot of online marketers make the mistake of complicating things, when landing pages are supposed to be simple and straightforward, that it makes it so easy for visitors to figure out.

Test Different Landing Pages to Test Your Communication Skills

As another form of communication, websites are supposed to connect with their audience to be more effective. The most effective communicators of this world are those who connect well with people. This is the same principle that you should apply in creating your landing pages.

This is also the basic reason why you need to test different landing pages. You want to identify which landing page layout and content combination allows the best conversion rates. Success in making people do something about your call to action relies on your skill in influencing people through your website’s content.

Testing landing pages allows you to identify which combination of contents engages your target users. You can never do this successfully if you do not know who your target audience would be. You need to know who they are, what they do, what they need, what gets them interested, and what keeps their interest. If you have these details, you would at least have an idea of what is appealing to them and what is not.

Testing your landing pages helps you confirm your hypothesis on what should work and what should not in designing your pages. Launching marketing campaigns for a landing page without testing could be too costly as you could be having a live landing page that does not engage your audience at all, thus lead to low conversion rates and eventual losses.